DISQUS

The ClickEquations Blog: Bidding On Brand Terms

  • Anil · 9 months ago
    Here is my view that I posted about a year ago

    http://webanalysis.blogspot.com/2008/01/should-...
  • Craig Danuloff · 9 months ago
    Thanks Anil - Good detailed post on the steps to do a brand/no-brand test.
  • Bosilytics · 9 months ago
    I once did some work for one of the top brands in the world. Yet, when most people searched for their brand they were met primarily with messages such as #kills.com, dont buy#.com. Their primary brand site was listed #4. As many know, these hate sites had a much more powerfull crowdsourcing and linking power than this traditional rock of a company.

    While my attempt at PPC for our product phrases was met with a thumbs down, it took one email and one PPT slide with the # of total times our brand was searched and what people were seeing. I managed a 6 figure PPC spend the next week (only a fraction was spent on the brand terms).

    The next day Google looked a little more in the brands favor. No SEO tricks to send through development, no PR campaigns to gain link traffic, No politics surrounding which industries got which terms. Win-Win.

    Great article!
  • Tom Demers · 9 months ago
    Good stuff...do you think the same logic applies to queries you rank for organically?

    I hear the same counter-argument from clients (why would I PAY for something I'm getting for FREE) and really I think the test above is applicable. The logic should go "if I can increase the volume on a profitable term, why WOULD'NT I?" If I gave you a hundred dollars, then said that if you give me twenty of it back I'll give you another thirty, would you refuse because the first 100 was "free"?

    The question, of course, is whether you're generating more overall volume rather than "poaching" natural clicks with your paid campaign.

    But yeah good stuff; really enjoy the blog.

    Tom
  • Mike · 9 months ago
    Hi Craig,

    You've got some great point on brand name bidding - specifically your take on organic & paid conjoined. I actually work in a market where we're not allowed to bid on our clients brand names. What type of strategies would you suggest for this kind of marketplace?

    Thanks much!

    Mike